ABSTRACT OF TALK
Ever since the launch of the 4004 microprocessor in 1971, AMD, IBM, Intel, MIPS, Motorola, National, Sun, Texas Instruments, Zilog and many other major corporations have fought epic marketing wars to establish their chips as the engines of choice for multiple generations of computers.

There were battles over technical specifications, performance benchmarks, software architectures, RISC, 32 bits, and much more. Over the years, the fight shifted from one for hardware design engineersí hearts and minds to a battle for those of the computer companiesí CEOs', and ultimately, for those of the consumers themselves. This combative environment drove the evolution of spec-based to brand-based microprocessor marketing.

Join us for more discussion on how the marketing of microprocessors changed as the semiconductor industry grew at unprecedented rates during the 70ís thru the 90ís. Learn about the events and the decisions that shaped the both the semiconductor and computing industries. Wonder at how annual chip marketing budgets ballooned from $100,000 to over $1Billion in less than 20 years.
The panelists and moderator for this session were all protagonists in these microprocessor marketing wars at three of the major players: AMD, Intel and Motorola.